Abstract
The purpose of our empirical investigation, based on the theory of reasoned action and generational theory, is to study the green DIY retail store choice of socially responsible consumer generations (Baby Boomers, Millennials, Gen X-ers and Gen Zs). The authors base their quantitative research on structural equation modelling in an emerging market (Romania) to highlight the socially responsible consumption behavioural factors (education on environmental protection and social responsibility, rational use of resources and financial sacrifice necessary to protect the environment) which drive the customers of international DIY store chains operating in Europe in their choice of retail formats. The results reveal that there is a difference between Romanian and European-based retail chains with respect to the impact of socially responsible consumption behavioural dimensions on the choice of retail format, due to their respective communication of environmental governance strategies and different actions implemented. The research contributes to the development of the literature by establishing a connection between socially responsible consumption behaviour and retail format choice in green DIY retailing. From the management perspective, the paper provides retailers operating in emerging markets with possible directions to adapt their strategies when approaching these markets. The value of the paper lies in the application of socially responsible consumption behaviour scale and generational theory in green DIY retailing to a fast-growing emerging market, with a view to enhancing consumer retail format choice, depending on their attitudes towards social responsibility and propensity towards environmental protection.
Highlights
Social responsibility is increasing in importance and relevance for organizations striving to gain competitive strategy and planning to target consumer segments (Pryshlakivsky and Searcy, 2015)
Respondents were aware that they could not purchase products which contribute to environmental protection and which are socially responsible without financial implications
From a theoretical perspective, this paper contributes to the literature on socially responsible consumption behaviour applied in retailing in an emerging market and the theory of reasoned action and generational theory
Summary
Social responsibility is increasing in importance and relevance for organizations striving to gain competitive strategy and planning to target consumer segments (Pryshlakivsky and Searcy, 2015). By adopting precise actions aimed at protecting the environment, reducing pollution and/or the consumption of resources and raw materials, designing green products, services and brands, and showing concern for employees and customers, as well as for the local communities where production, processing and distribution units exist (Dabija and Băbuț, 2013; Dabija and Pop, 2013; Dabija and Bejan, 2017) retailers are striving to improve their image and attractiveness among consumers of different ages. Little is known about how Dabija and Bejan International Journal of Corporate Social Responsibility (2018) 3:13 consumers of different generations act, and how they make purchasing decisions depending on the extent to which European DIY retail stores implement social responsibility in emerging markets by implementing specific measures, such as protecting the environment, reducing pollution, reducing the consumption of resources, etc
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